DDB and KidsCan show the stark reality of families in poverty

DDB and KidsCan have partnered with our much loved Kiwi chefs to show the sad reality and true stories of families in poverty, and the hardships they face trying to feed their children.

Poverty continues to be a massive problem in our communities, and when it comes to families feeding their children, a little needs to go a long way.

Through a series of 45” spots, DDB New Zealand uses a handful of renowned Kiwi chefs including Nadia Lim, Peter Gordon, Allyson Gofton and Michael Van de Elzen, who in their own cooking-show-style prepare what at first seems to be a healthy signature meal.

The spots are beautifully created, with soft lighting and encouraging music. The personality of the chefs creates a scene that draws viewers in.

The upbeat energy of the tvc is familiar of classic cooking commercials, but comes to an abrupt holt as the meal in preparation is revealed, a somber dish based on true stories from Kiwi families and children living in hardship.

DDB executive creative director, Gary Steele says that the challenge was to create a call to action that resonated with all Kiwis.

“The message needed to be disruptive and raw, really hitting home that every day in New Zealand, children will go hungry unless we all work together to donate and generate change. We want the campaign to educate and unify the nation, we need to look out for one another.”

The campaign encourages Kiwis to donate, so that the association can help feed Kiwi kids, which co-founder of KidsCan Julie Chapman says all kids deserve.

“This campaign represents the growing number of parents struggling day-to-day trying to provide for their families. Through donations, KidsCan is currently feeding over 34,000 children but as we see more Kiwis losing work due to COVID-19, there has been an overwhelming increase in need. We can only make a difference in these children’s life with the support of kind Kiwis,” says Chapman.

Client credits:

CEO & Founder – Julie Chapman

GM Marketing & Commercial Projects – Rachel Morrison

Brand Manager – Leigh Jeffs

External Media Specialist – Sarah Stewart

Agency credits DDB:

Regional Chief Creative Officer Australia & New Zealand: Damon Stapleton

Executive Creative Director: Gary Steele

Creative Directors: Christie Cooper & James Conner

Art Director: Grace Bader

Copywriter: Angella Dravid

Executive Producer: Judy Thompson

Senior Producer: Samantha Royal

Group Business Director: Annabel Rees

Senior Business Manager: Georgie Levitt

Business Coordinator: Margot Rudolph

Senior Planner: Thinza Mon

PR Account Director: Max Burt

Production Company: EXIT

Executive Producer: Decland Cahill

Director: Felicity Morgan-Rhind

DOP: Richard Harling

Post Production Company: DDB

Offline Editor: Simon Murtagh, DDB

Colourist: Pete Ritchie

About Author

Comments are closed.